He explains how the A2 herd has been slowly built up at the San Jacinto dairy farm over about the past five years to serve smaller, niche businesses, such as ReThink Ice Cream. “We raise our own heifers,” Schallberger says. “Typically, about 30% of Holsteins are naturally A2. So, we test them to see which ones have the A2 genes and then send those to that dairy. If you breed them with an A2 bull, then they’ll have A2 calves. So, over time, we can have the whole herd A2 through breeding.” Haymaker was Hollandia’s first customer for the A2 milk, Schallberger says. “We feel like we have a partnership with him. We definitely want to support him. I think his product is well thought out and he’s really got a lot of passion for what he’s doing. He also has a quality ice cream. He’s done a good job.” From the dairy to the customer After leaving Hollandia, the milk goes to Thrifty Ice Cream in El Monte, which makes and packages the ice cream for ReThink. It’s sold at specialty markets, some large grocery chains throughout the state and on the ReThink website. As Haymaker builds the company, he’s focusing on expanding a founding goal: generating resources to support causes he cares most about, especially those serving people with addiction issues. Now of El Dorado Hills, Haymaker has organized several ice-cream fundraisers for mental health causes, wildlife foundations and local schools. “What I would find most rewarding is being able to reach the point where I’m satisfying my mission, which is to help
others,” he says. “That’s really what I’m in this for.” To help reach a broader customer base, he’s expanded his marketing strategy. “We’re still focused on the fact that it’s a healthier product, but our new logo states that it’s a ‘kinder ice cream’—kinder to the tummy, the cow, the environment and the community.” That mission resonates especially well with young adults. “One of the main pivots is we are now targeting university students,” Haymaker says. “They’re really supportive of what our brand stands for.” The ice cream is now on about 20 university campuses. He and his marketing manager get help from a marketing intern on each campus. “They’re involved with everything from sampling at markets, sororities or residential dorms to creating social media on campus with cool videos, to dropping flyers underneath dorm doors,” Haymaker says. Meanwhile, Haymaker himself remains one of the ice cream’s biggest fans. He eats about a carton a day, rotating among the flavors, with no clear favorite. “You know, I’m not going to lie and say that I don’t have a sweet tooth,” he says with a chuckle. “I go through stretches where I’m eating other sweets that are not as healthy for me, but I always try to come back to ReThink and have that be my staple.”
Linda DuBois ldubois@californiabountiful.com
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